Dr. Massimo Giovanardi is an expert of ‘place branding’ – an umbrella term for research in place marketing, destination image and place-of-origin effect. More broadly, his research approach takes sociological perspectives to understand the processes whereby places are marketed, communicated and consumed. His contributions have been published on Annals of Tourism Research, Marketing Theory, Journal of Marketing Management, Journal of Business Research and other topical academic journals about territorial development.
Selected publications in peer-reviewed journals:
Giovanardi, M., & Lucarelli, A. (2018). Sailing through marketing: A critical assessment of spatiality in marketing literature. Journal of Business Research, 82, 149-159
Hassen, I., & Giovanardi, M. (2017). The difference of ‘being diverse’: City branding and multiculturalism in the ‘Leicester Model’. Cities, http://dx.doi.org/10.1016/j.cities.2017.06.019
Goulart Sztejnberg, R., & Giovanardi, M. (2017). The ambiguity of place branding consultancy: working with stakeholders in Rio de Janeiro. Journal of Marketing Management, DOI: 10.1080/0267257X.2017.1319404
Giovanardi, M. (2015). A multi-scalar approach to place branding: The 150th anniversary of Italian unification in Turin. European Planning Studies, 23(3), 597-615
Giovanardi, M., Lucarelli, A. & L’Espoir Decosta, P. (2014) Co-performing Tourism: the Pink Night Festival of the Romagna Riviera. Annals of Tourism Research, 44(1), pp. 102–115
Giovanardi, M., Lucarelli, A., & Pasquinelli, C. (2013). Towards brand ecology: An analytical semiotic framework for interpreting the emergence of place brands. Marketing Theory, 13(3), 365-383.
